A quarter-century after it disappeared from storefronts, Beaver Lumber still lingers in Canadians’ memories — confusing some about the origin of a national symbol.Federal research shows that many Canadians mistakenly associate the iconic beaver logo used by Parks Canada with the defunct Beaver Lumber Company Ltd., which was bought out in 2000.Just 30% of survey respondents correctly identified Parks Canada as the owner of the emblem, according to a Corporate Symbol Tracking Study commissioned by the agency.The survey also found 11% thought the logo belonged to the clothing company Roots, 4% named Beaver Lumber, and smaller numbers cited Scouts Canada or the Ottawa-based Beavertail pastry company..Founded in 1906 in Wolseley, Saskatchewan, Beaver Lumber operated 138 lumber yards before it was sold to Home Hardware for $68 million. Despite its closure 25 years ago, its name continues to resonate with older Canadians.Parks Canada paid $13,560 for the study, conducted by Edmonton-based pollster Advanis, which surveyed 1,000 people nationwide. The study aimed to assess public recognition of the agency’s logo and measure broader awareness of Parks Canada's mission.The beaver has been associated with Canada for more than 170 years, first appearing on the nation’s 1851 postage stamp. Parliament made it an official national symbol in 1975..Despite these efforts, many Canadians remain unfamiliar with Parks Canada's branding. A 2014 national survey found 53% of respondents could not name the agency’s symbol, with some mistakenly identifying it as a maple leaf or other flora.To boost recognition, Parks Canada has experimented with public outreach campaigns, including the introduction of a children’s mascot named Parka the Beaver in 2011. In 2016, the agency proposed installing 215 Parka statues at national parks to inspire a new generation to appreciate and support Canada’s natural and cultural heritage.
